You’ve perfected your pitch, organized your giveaway, and set up your booth. Trade show marketing seems simple enough. However, if you are like most exhibitors, you are probably not actually prioritizing for the most important component: attracting the customers. Regardless of how exciting the product or service is or how impressive the company history, if your booth blends in with all the others, your offer will too.
Creating an inviting area that attendees are naturally drawn to is the key to success. In order to do this, your booth must have optimal lighting. Lighting has a dramatic impact on trade show sales. In fact, booth design expert Bruce Baker said that a lighting system functioning at peak performance boosts sales more than any other [merchandising] item you can purchase.
There are a number of display lighting options that will transform your booth into a magnet for potential customers. Halogen display lights are ideal both for creating focal points and for washing a display wall with light. Halogens emit a crisp white light with excellent color rendition, providing the best possible illumination for your exhibit.
If you are washing the wall with light, you should use one halogen display light for every two to three feet of horizontal space, depending on the level of brightness you desire. If you are highlighting specific items, simply use one halogen display light for each item, unless the item is especially wide. If the item is especially wide, use two display lights.
To provide general lighting without wall washing or spotlighting, place halogen display lights with MR16 light bulbs two feet apart and place halogen display lights with PAR bulbs three feet apart.
There are a number of other accent options to light your booth, such as warm LED rope lighting or track lighting. Using a variety of light sources will enhance the design and highlight your offer more effectively. But in order to create a professional-looking, eye-catching exhibit that draws in customers, start with halogen display lighting.
About Pegasus Associates Lighting
Pegasus Lighting is a nationally recognized e-commerce site that sells unique lighting products to a wide spectrum of customers in a manner that can only be described as friendly, helpful, efficient, and enlightening because we carefully blend state-of-the-art technology with the personal touch of outstanding customer service and an information-rich web site.
Begun in 1993, Pegasus Lighting is a division of Edison Lighting Systems, Inc., which, in turn, has been in business since 1987. Pegasus Lighting is a member of the Better Business Bureau (www.BBB.org) and provides its e-commerce customers with a secure website through Yahoo Merchant Services. The Pittsburgh Business Times has identified Pegasus Lighting as one of the top 100 Fastest-Growing, Privately-Held Companies in the Pittsburgh area for 2007 and 2008.